There are several ways to get higher sale involving human senses too. One of the options is a security of stimulating atmosphere of sale/ business environment. In addition to equipment, design and staff, the lighting, sound (noise), and last ones but not least smell, respectively air quality significantly take part on that. Aroma is the element that inherently belongs to the visual merchandising tools. It can influence not only emotions, memory, but total customers´ satisfaction and preferences as well as spending time in that place. In this context, it is important to find right compromise when choosing the aromatic compounds for various products, in the process of their application (intensity, process of aromatization) and security of sufficient air quality, because everybody perceives the odours with different sensitivity. Properly chosen smell and factors of air quality bring for business operators (services trades) many advantages; from staff, who more relax and friendly behave to the guests until making of various associations and stimulations of customers, who spend time inside of service. Fragrance or air quality looks like based on of present researches as the most important factor directly on point-of-sale, while aroma acquires the importance in case of memory too. On the one side, the thinks, which are seen or heard by customers, could be memorized by them few days or weeks, so on the second side, the thinks which are smelled, could be memorized by guests many decades. Except this, the Scientifics studies show, that over 75 % of all emotions are generated based on scent´ perception. The main aim of this paper is a research, how aroma influences customer purchasing decision (preferences) in chosen service provider through the tracking of daily sales of baked baguettes (Paninis) with using of aroma equipment; Aroma Dispenser.
The appearance of food provides certain expectations regarding the harmonization of taste, delicacy, and overall quality, which subsequently affects not only the intake itself but also many other features of the behavior of customers of catering facilities. The main goal of this article is to find out what effect the visual design of food (waffles) prepared from the same ingredients and served in three different ways—a stone plate, street food style, and a white classic plate—has on the consumer’s preferences. In addition to the classic tablet assistance personal interview (TAPI) tools, biometric methods such as eye tracking and face reading were used in order to obtain unconscious feedback. During testing, air quality in the room by means of the Extech device and the influence of the visual design of food on the perception of its smell were checked. At the end of the paper, we point out the importance of using classical feedback collection techniques (TAPI) and their extension in measuring subconscious reactions based on monitoring the eye movements and facial expressions of the respondents, which provides a whole new perspective on the perception of visual design and serving food as well as more effective targeting and use of corporate resources.
Context of sustainable consumption is based on conscious and rational behaving consumer. The retail industry, from suburban big-box stores to boutique shops, is among the most public of industries. Retailers employ millions and directly enable most consumer purchases. As such, they are in a unique position to advance sustainability by educating consumers and offering products with recycled content, durability, and ethical supply chains. In this article, we write about what leading retailers are doing or not doing to advance principals of sustainability in the products or services they sell, and how the consumers sustainably thing. The article is a part of Scientifics project VEGA 1/0874/14: Use of neuromarketing in visual merchandising of food industry. The main aim of our articele is through the selected statistics methods, to analyse an impact of sustainability on consumer decision and the processes in doing a good business in final visual merchandising. Through Apriori and association rules methods, we modelled a prototype of sustainable consumer on the basis of our questionnaire research, done in 2013 year and we mention a consumer behavior to food waste.
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